Adobe acquires India-based AI marketing startup Rilo
Adobe has acquired Rilo, an India-based AI marketing intelligence startup founded in 2025, in a deal that licenses its technology and brings its six-person team on board. Financial terms were not disclosed.
What Rilo Built
Co-founded by Georgi Boby and Dhruv Jaglan, Rilo targeted go-to-market teams with AI-powered automation for competitor intelligence, content repurposing and distribution, and sales call analysis. Teams could also build custom AI workflows on the platform. The startup raised $1 million from Peak XV Partners, DeVC, and Day Zero Ventures at a $10 million valuation.
What the Deal Means
As part of the acquisition, some of Rilo’s intellectual property will be folded into Adobe’s marketing and customer experience product line. Rilo’s existing investors are expected to receive an exit. The platform itself is shutting down, and existing customers will lose access to its products.
On LinkedIn, co-founder Georgi Boby said the team’s mission was to expand the power of AI beyond just engineers, and that they are joining Adobe to continue that mission at a larger scale.
Adobe’s India Acquisition Pattern
This is Adobe’s second acquisition from India. The first was Rephrase.ai, an AI video creation startup picked up in 2023. Adobe also announced plans in 2025 to acquire SEO platform Semrush for $1.9 billion, a deal still separate from this one.
For operators watching the AI marketing tools space: when a one-year-old startup with a $10 million valuation and a six-person team gets absorbed by Adobe, it is a signal about where the large platforms see near-term product gaps in AI-assisted go-to-market workflows.
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